Blockchain Advertising Consortium Joined By Hershey Company

Blockchain Advertising Consortium Joined By Hershey Company

Blockchain-based consortium AdLedger has welcomed The Hershey Company, a leading American chocolate production company.

Hershey, along with French media group Publicis Media and The Global Audience Based Buying Conference & Consultancy (GABBCON), reportedly joined AdLedger. AdLedger was founded by IBM, Tegna and blockchain company MadHive in 2018, and is a nonprofit consortium that develops shared ledger technologies for the digital advertising market.

Not only advertising, Hershey’s deployment of blockchain technology could be expanded to the operation of chocolate factories, facilitating tracing of cacao “from bean to bar,” according to Vinny Rinaldi, head of addressable media and technology for The Hershey Company. Rinaldi said: “This would be a fundamentally massive shift in the way that we think,”

Advertising lacks the transparency of data and process and Blockchain can purportedly address these issues, making sufficient information available to everyone within the ecosystem on how publishers verify their traffic, and the processes that ad agencies and other intermediaries follow to ensure that they work with publishers with verified traffic.